Libération mentions HABILE in its latest article

When we discovered this morning that Libération was talking about us in today's edition, we were very very very happy!

Being mentioned alongside these great names in fashion makes our heads spin a little, but it pushes us all the more to surpass ourselves!

To infinity and beyond!

Here is the article from the July 28, 2022 edition, written by Marie Ottavi:

Fashion comes to the table

Fashion and luxury brands are opening restaurants and cafés, sometimes pop-up, to rekindle their customers' appetite for the physical experience.

The luxury sector may be thriving, but here as elsewhere, everyone is working hard to entice customers back into stores. Covid drove consumers away from physical points of sale, already competing with the ease of online shopping. Having moved into the art world, fashion is now expandingthesedays into gastronomy and the vast world of art de vivre.
Marielle Dubois, creative director of the event design and production agency Atelier Lum, works with numerous luxury brands. Her firm has notably handled two forays by Louis Vuitton outside its historic territory (leather goods and clothing): the creation of a pop-up bookshop in Arles, on the sidelines of the Rencontres de la photographie, and the interior design of a restaurant run by Mory Sacko, set up at the White 1921 hotel in Saint-Tropez — no small feat, given how saturated the port and its beaches are with projects that don't always hit the mark. "It's the first time Louis Vuitton has partnered with a Michelin-starred chef to open a restaurant," notes Marielle Dubois, who brought to life the vision of Sacko — famous since his appearance on Top Chef — who wanted a space with natural tones, and anything but flashy. The restaurant, open for three months, seats around forty and is not attached to a brand boutique. Beyond partnering with one of the most celebrated chefs of the moment, the challenge for Louis Vuitton is to get closer to its clientele by forging a new connection with them, while elevating itself. Marielle Dubois: "Brands are trying to infuse their mindset across different sectors to showcase a lifestyle that reflects who they are. They want a more holistic approach".

Bling-bling Gastronomy makes it possible to leave a lasting impression in the public's mind. And to post pretty branded photos on Instagram. Partnering with a chef is also an opportunity to stake out a territory and appropriate its aura. Like Gucci, the flagship of the Kering group, which has just inaugurated a café and cocktail bar in Florence — the birthplace of its founder Guccio Gucci — where it has already opened an osteria with a menu signed by Italian chef Massimo Bottura. Dior entrusted the kitchen of its restaurant Monsieur Dior, located in the fashion house's historic building on Avenue Montaigne in Paris, to Jean Imbert — another revelation from Top Chef. Boss, for its part, partnered with the Vitti pastry shop, one of Rome's most renowned establishments, to inaugurate its café. Alain Ducasse allied with Chanel, with whom he opened the restaurant Beige in Tokyo four years ago; Prada has invested in its Milan stronghold, where it holds a café and a restaurant within the foundation; Versace has several bling-bling tables in Dubai; Ralph Lauren installed the Polo Bar in New York; Armani owns restaurants and cafés around the world.

More mainstream, ready-to-wear is also looking to diversify, as seen with the Kitsuné cafés.HABILE is a young hybrid brand founded by designer Camille Andrieux and chef Eric Fontanini. In the 10th arrondissement of Paris, they have conceived a concept that combines dining and a fashion brand. Influencer Jeanne Damas had opened a restaurant linked to her brand Rouje, in the 2nd arrondissement of Paris, which has since closed. Jacquemus, for his part, had inaugurated the restaurant Citron in partnership with the caviar brand Kaspia, at the Galeries Lafayette on the Champs-Élysées in 2019, open for one year.

"Flânerie." The world of Simon Porte Jacquemus, inspired by his native South of France, its colours and its craftsmanship, took shape last year through the creation of an ephemeral flower shop in Paris.

Yann Rivoallan, the new president of the Fédération française du prêt-à-porter, confirms that brands are diversifying, in part to offset the decline in foot traffic: "In-store traffic has been falling for over ten years with the rise of digital. When people go, they know what they want to buy — there's less of that browsing quality. So you have to create an experience and give customers a reason to come in, by offering more services, among other things." As a close observer of the fashion world, he notes that "beyond offering services, it's about having a concept with values. When I buy a Rouje product, I'm buying a piece of influencer Jeanne Damas's life; when I go to her restaurant, I'm also buying a small part of her universe."

Marie Ottavi